London files for its own domain name

London venues could get London-specific web addresses thanks to an application from London & Partners.

London files for its own domain name
London files for its own domain name

The official promotional body for the capital has appointed web-domain company Minds + Machines to assist with its application for the new domain name.

The two organisations have submitted the application to ICANN, the internet’s governing body. The review process will take up to seven months. If successful the domain name could be live later this year, after which venues could register with Minds + Machines to use the .london address for their websites.

Gordon Innes, chief executive of London & Partners, said the new domain name would bring revenue and jobs to London. "The dot London domain provides a tremendous opportunity to extend the global presence of London across the Internet, and likewise position it as a centre of digital innovation" he said. "We believe we are now excellently placed to benefit from the unprecedented opportunities provided by the de-regulation of the internet naming system."

Peter Dengate Thrush, chairman of Top Level Domain Holdings, of which Minds + Machines is a subsidiary, said: "We are committed to working with London & Partners to ensure that dot London becomes a central part of the city’s promotion and a resource that is of real value to the people, businesses and communities of London. We are honored to have won this contract in the Olympic year which places London at the centre of a global audience."

Would the domain name boost the profile of venues? To comment, register and let us know your thoughts.

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